Nowadays, the dividend of mobile Internet is gradually fading, the press channels are constantly changing. The traffic has gradually turned into a major marketing focus. Within the era of online marketing, brand marketing changed from “mass advertising” to “targeted marketing”. Brand marketing has developed into a key connect to enhance communication.

KOL’s owner’s name is Key Opinion Leader, which is derived from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are viewed as individuals or organizations knowledgeable about the press sufficient reason for more knowledge in specific fields, who are able to better explain and conduct communication with the users. They may be a group of people who will be more frequently exposed to new knowledge or activities. Because of their professional knowledge, they’re able to gain the trust of relevant groups, in an attempt to exert their influence in this area.

KOL marketing is always to connect and communicate with its brands and merchandise through those who have influence in specific fields. When it is successful, these kinds of marketing brings credibility towards the promotion plan, enhance brand attributes, and acquire potential customers. KOL marketing is certainly a comparatively new marketing technique, which plays a vital role from the coverage and influence of social media marketing. In China’s Internet industry, the Li Jiaqi will really appear in terms of KOL, which attracts probably the most attention. He’s generally known as “Mr. lipstick”. Around the first day of Taobao’s Double 11 shopping carnival in 2019, he sold over 10,000 Lipsticks in a few moments. In five hours of live stream broadcast, he attracted 332 million users to view his live streaming.

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